Facebook Advertising In Your Start-up Marketing Strategy
While Facebook has proven itself as one of the most effective advertising platforms worldwide, the advanced tools and technology offered over Facebook can often seem like a lot to take on. For major brands and media and advertising buyers, a list of tips is worth recommendable that will help you institute best marketing strategy and practices for your start-up online. The Facebook Advertising process starts with building a Facebook page, connecting with relevant audience creating several adverts target-based on location, demographics and interests. And finally posting quality updates and promote your posts with adverts to engage your customers and their friends.
Successful Facebook Ads follow several best practices – primary among them is having actionable and measurable goals. Without knowing what you want to say, and to whom, what actions you want that audience to take, and how you will measure those actions, creating a Facebook Ads strategy would be like driving blindfolded measurable results over your social media strategy for newly built start-up. Again, as a media buyer at a start-up, it takes a relatively short amount of time to become familiar with the ads buying process. Nevertheless, it can be hard to develop an ads strategy that is truly successful without having significant Facebook Ads experience.
There are a number of tips that promise to help you tweak your strategy to yield higher engagement and higher conversions. Only a few is worth to be mentioned as below:
1. News Feed ads with photos generate more engagement – News Feed ads over Facebook Advertising tend to work much better than other forms of ads, and they usually get more clicks and more engagement. In our experience, the best way to ensure you get the attention of Facebook users is to use beautiful, eye-catching images and videos. But the most important thing is to check your ad analytics regularly to see if you’re getting the results you were hoping for – and if you aren’t, then be prepared to make the changes needed to get them there!
2. Generate brand awareness rather than clicks – There are many objectives for utilizing Facebook Ads, and for most companies it comes down to either increasing brand awareness through “Like” campaigns or promoting a campaign through Sponsored Posts. These ads are dependent on visitors to click through to “Like” a landing page, and each click requires a cost called Cost Per Click (CPC).
3. Gather audience data – Don’t guess about your audience on Facebook. Click on the insights tab and find out who your audience really is, what’s resonating with them and when – and target from that information. Finally make your content visual, lean, interesting and fresh. Track your posts in the analytics at the top of the page and boost those that are doing well with targeted promotions. And here is the starting point.
4. Understand the true value of Facebook advertising – Facebook is a tremendously powerful and unique platform for acquiring users. Facebook truly empowers the marketer to properly incentivize prospective customers and existing customers alike. For new customers, targeted Facebook ads create a brand value to sell prospective customers to like your Facebook page or engage with your content. At the end of the day, the consumer is the one making the conscious and deliberate decision to “Like” your page or “more” than that. That leads to an incredibly valuable proposition for your organization, in contrast to the weaker methods of brand acquisition.
5. Custom categories allow for better audience targeting – Tap into the power of Facebook’s partners’ data, which you can use to target Facebook users with more focus using the “custom categories” tool. This allows you to target ads to more categories of people with segmentation feature–using this feature will make your ads more relevant and powerful.
6. Focus on amazing content – Facebook’s changes to their News Feed algorithm have changed the type of content that lands in users’ feeds. Teams that are agile in terms of creative development and armed with data to help them make targeting and budgeting decisions are going to be incredibly successful in the future. They are combining display with social and with interesting contents. Knowing what type of content resonates with your audiences and being able to make changes even making the job much easier.
7. Leverage the platform accordingly – It’s critical to strategize your campaign around well-defined goals and objectives. Doing this facilitates decisive conclusions about the relative success or failure of a given Facebook advertisement campaign. Finally measure those results in real-time and maximize its effectiveness.
8. A/B testing makes all the difference – A/B test with a variation of copy and imagery is converting the highest on Facebook campaigns. Incorporating customer/buyer persona development research into your ads will help you tailor effective messages specific to each audience or recognize new targeting opportunities.
9. Start by setting SMART goals – Like with any other marketing activity, you need to start with a goal. Your marketing goal can be S.M.A.R.T.: Specific, Measureable, Actionable, Relevant and Time-bound. Specific – Campaign goals should be simplistically written and clearly define what you are going to do. Measurable – You need tangible evidence that you’ve accomplished your ad goals. Attainable – Your ad goals should stretch you slightly so you feel challenged, but defined well enough so that you can achieve them and if not, what change strategy you are taking. Relevant – Ad goals should be instrumental to the mission of the entire marketing team of your start-up organization.
10. Native advertising is the goal – Craft your Facebook Page wall posts in in a personalized way. Then add these wall posts in the News Feed, as you want your paid content to seamlessly integrate with personal posts that referrals of your target audience share. As Mark Zuckerburg once stated in a TechCrunch Disrupt event, “I talked about our efforts to grow our business through improving the quality of our ads rather than just increasing the quantity. Our goal is to reach a point where the ads are as relevant and timely as the content your friends share with you.” Indeed, M Zuckerburg’s quote highlights the “native” aspect of Facebook Ads. Native ads need to look sophisticated, with high quality images and design, and specifically curated text. Our goal as a online marketing strategist should be to reach a point where the ads are as relevant and timely as the content your friends share with you.
Chandreyi Saha is the Director of Marketing at Skyline, where she combines a metrics driven approach with a commitment to creating an exceptional brand experience. She has a knack for communicating inspired tech solutions to mainstream audiences and, with over a decade of experience in offline and online marketing arena, she gets results. In addition to her role at Skyline, Chandreyi is passionate about reading digital marketing industry publications, travelling and socialising. Find her on Google+ or follow her on Twitter @chandreyisaha.